Wednesday, November 09, 2005

Print payoff (Pam)

Apparently, I was wrong. Apparently, ads that are too smart are good.

If you’ve seen the TV concept that we chose, you know that basically, the story we’re telling is that climate change is a monster thing that an individual can’t solve on his or her own. That’s where WWF-Canada, with our ability to partner with local people, businesses and governments at every level, comes in. We can tackle the big stuff.

Well, the print essentially takes this same approach, but in different way. I’ll throw a preview of the ad up as soon as I get something that would make sense to you.

Anyway, it takes a lot of thinking to get the pay off for the ads. Once you get it, it’s worth the effort. But, are people going to make the effort? The creative guys say emphatically, “YES!”

We’re betting on them being right. They have to be right. The stuff is very smart and says exactly what we need it to say. This is a test of my faith in the idea that people can respond to advertising that makes them think.

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